Distributing brochures is a fantastic way to connect with your target customers, regardless of your industry. But it’s important to remember that not every brochure is made equal. Some meet their goals, while others fall short for various reasons. They might not have a clear purpose, have a cluttered design and non-sensical layout, little to no calls to action, or the message is just plain ineffective. In this article, we explore the do’s and don’ts of brochure design to help you print a booklet that meets or perhaps even exceeds your objectives.
The Do’s of Brochure Design
Let’s start by exploring the do’s of brochure design:
Start the process with crystal clear objectives
Before you start the brochure design process, you must be crystal clear on the objectives of your brochure. Whether your aim is to showcase new products, provide service information, promote an event or provide educational content, you need a clear plan detailing exactly what your brochure should achieve. This will allow you to speak to your target audience, appropriately structure content and measure the brochure’s success.
Make messaging clear and concise
The power of clear and concise messaging cannot be overstated. Focus on the most important points and use simple language free of confusing jargon to keep readers engaged. Overcomplicating your message will water it down. The key is to keep sentences short and break up paragraphs so as not to put readers off.
Design an eye-catching brochure cover
They say don’t judge a book by its cover, but your target audience will absolutely judge your brochure by its cover. It should be visually appealing, giving the reader a good idea about what to expect inside. Ensure the title is easily readable from a distance, use your brand’s colour palette, create a clear focal point and keep the design uncluttered.
Prioritise high-quality imagery
Imagery has a massive impact on how your brochure is received. Make sure to choose relevant, high-resolution images. If necessary, invest in a professional photographer to get the shots you need because stock images might not cut it. The style of the images should be consistent throughout the brochure, creating a cohesive look that aids brand recognition.
Think of the environment
Consumers are more conscious of how their habits affect the environment. For this reason, you should opt for environmentally friendly materials and use booklet printers that prioritise sustainability in their practices.
Hire expert help (if necessary)
Sometimes it’s best to call in for some extra help. This might be a designer or a copywriter (or both if you’re going for maximum impact) with the skills to create a brochure that meets your objectives. Not only do experts have the know-how to create a fantastic brochure, but they also have access to specialised tools and software to create a polished final result that truly sets your brand apart from the competition.
The Don’ts of Brochure Design
Now it’s time to think about things you need to avoid at all costs. Let’s explore the don’ts of brochure design:
Don’t overcrowd your brochure
There is nothing more offputting than an overcrowded, cluttered brochure. It’s the paper equivalent of several people talking over each other. The key is not to be afraid of white space—avoid cramming in lots of information in a small space. Go for a clean and organised look that gives each element of your brochure space to shine.
Don’t experiment with fonts
It’s tempting to try to make elements of your brochure stand out by playing around with different fonts. However, this will make your brochure less professional. Stick to the fonts outlined in your brand guidelines to ensure the text is clean and easy to read.
Don’t forget to proofread, then proofread again
Typos and grammatical errors will undermine the professionalism of your brochure. Instead of focusing on your offering, readers might be distracted by a glaring typo they can’t get past. To make sure typos don’t make it into the final draft, proofread your brochure several times. We also recommend getting someone else to proofread the text just in case you’ve missed something. But don’t worry, missed typos and grammatical errors happen to the best of us! What matters is they’re caught before the brochure goes to print.
Don’t write about customers, speak directly to them
For your brochure to have maximum impact, you must speak directly to your readers. Use second-person pronouns like “you” and “your” to make the content appeal to them directly, as it’ll keep them engaged.
Don’t forget to include contact information
If your goal is to convert readers into customers, don’t forget to include your brand’s contact information. You need to make it as straightforward as possible for them to contact you. To ensure they can reach you using the medium that works for them, feature the company name, address, phone number and email somewhere prominent where readers can find it at a glance.
Don’t forget to include strong CTAs
Last but by no means least, don’t forget to use strong calls-to-action (CTAs). Whether your brochure encourages readers to purchase items from your new collection, attend your upcoming event or visit your website, you need to tell the reader what they should do. Example CTAs include “contact us to learn more”, “register today to secure your place”, or “visit our website to find out how we can help you with [problem]”. It’s vital for the CTAs you decide to use to be clear and concise. Otherwise, readers might not know what they should do next.
In Summary: The Do’s and Don’ts of Brochure Printing
Producing an impactful brochure that meets (and perhaps exceeds) your goals isn’t as straightforward as it might initially sound. You need to strike a careful balance between visual appeal, clear communication, team collaboration and careful planning. Don’t be afraid to hire outside expert help if you don’t have the in-house capacity. External designers and copywriters will help you boost the impact of your brochure, making it more likely that readers will turn into customers.